Generative grammar models for effective promotion and advertising

ABSTRACT

A system comprising a computer-readable storage medium storing at least one program and a computer-implemented method for creating messages using generative grammar models is presented. A generative grammar model defining a message structure of requested message is accessed. The message structure includes a plurality of lexical slots. The generative grammar model includes a corpus of source data to populate each lexical slot in the plurality of lexical slots, and a grammatical constraint for each lexical slot in the plurality of lexical slots. A message is generated in accordance with the generative grammar model and the message is published.

CROSS REFERENCES

This application is a continuation of U.S. patent application Ser. No.16/040,788 by Churchill et al., entitled “Generative Grammar Models forEffective Promotion and Advertising,” filed Jul. 20, 2018; which is acontinuation of U.S. patent application Ser. No. 15/595,060 by Churchillet al., entitled “Generative Grammar Models for Effective Promotion andAdvertising,” filed May 15, 2017, now U.S. Pat. No. 10,073,841; which isa continuation of U.S. patent application Ser. No. 14/500,727 byChurchill et al., entitled “Generative Grammar Models for EffectivePromotion and Advertising,” filed on Sep. 29, 2014, now U.S. Pat. No.9,652,787; each of which is hereby incorporated by reference in itsentirety.

TECHNICAL FIELD

This application relates to data processing. In particular, exampleembodiments may relate to generative grammar models for effective socialpromotion and advertising.

BACKGROUND

Social network platforms (e.g., Facebook®, Twitter®, Pinterest®, or thelike) provide users with the ability to post and share content (e.g.,user generated content or existing third party content) with members oftheir social network. Users of these social network platforms oftenspend considerable time and effort attempting to formulate appropriatemessages to append to content that is to be shared. Considering theamount of such content that is regularly shared on social networks, itis often difficult to share the content in a manner that will beengaging to the audience. As a result, a large amount of shared contentgoes unnoticed.

BRIEF DESCRIPTION OF THE DRAWINGS

Various ones of the appended drawings merely illustrate exampleembodiments of the present disclosure and cannot be considered aslimiting its scope.

FIG. 1 is a network diagram depicting a network system having aclient-server architecture configured for exchanging data over a networkwith a content publisher, according to an example embodiment.

FIG. 2 is an interaction diagram depicting example exchanges between aclient device, an application server, and a third party server,consistent with some embodiments.

FIG. 3 is a data flow diagram depicting source data being used topopulate an example generative grammar model, consistent with someembodiments.

FIG. 4 is an interface diagram illustrating a published social networkentry appearing on an example social network activity feed, consistentwith some embodiments.

FIG. 5 is a block diagram illustrating various functional modules of agenerative grammar application, which is provided as part of the networksystem, consistent with some embodiments.

FIG. 6 is a flowchart illustrating a method for publishing a message,consistent with some embodiments.

FIG. 7 is a flowchart illustrating a method for generating a messageusing a generative grammar model, consistent with some embodiments.

FIG. 8 is a diagrammatic representation of a machine in the example formof a computer system within which a set of instructions for causing themachine to perform any one or more of the methodologies discussed hereinmay be executed.

DETAILED DESCRIPTION

Reference will now be made in detail to specific example embodiments forcarrying out the inventive subject matter. Examples of these specificembodiments are illustrated in the accompanying drawings. It will beunderstood that these examples are not intended to limit the scope ofthe claims to the illustrated embodiments. On the contrary, they areintended to cover alternatives, modifications, and equivalents as may beincluded within the scope of the disclosure. In the followingdescription, specific details are set forth in order to provide athorough understanding of the subject matter. Embodiments may bepracticed without some or all of these specific details.

Aspects of the present disclosure involve systems and methods forautomatic generation of content by suitably combining selections fromvarious types of information. The generated content may, for example, bepublished as an entry (e.g., status updates, tweets, pins, and othersuch messages) on one or more social network platforms, and in exampleembodiments, may be used to share, advertise, or promote other existingcontent such as listings for products offered for sale (e.g., in anonline marketplace). Information used to generate content may beretrieved from a variety of different sources that may be stored ineither internal or external (e.g., third party) repositories. Theinformation may, for example, include general product information (e.g.,item categories), specific product information (e.g., brands),information about the user intending to share the content (e.g.,demographic data), or information about the intended audience of theshared content (e.g., social data). In this manner, the methodsdescribed in example embodiments may achieve the technical effect ofmaximizing automatic relevant content generation while minimizing usereffort, maximizing content appeal, and thus, maximizing the overalleffectiveness of shared content.

Example embodiments involve the use of generative grammar models in thegeneration of messages, which may be included as part of publishedsocial network entries. Individual generative grammar models define thestructure of a message (e.g., a phrase or sentence) to be published. Thegenerative grammar model may specify a number of lexical slots, whichare blanks that are to be filled with information to eventually form themessage. For each lexical slot, the generative grammar model specifies acorpus of source data and a grammatical constraint. The corpus of sourcedata is a discrete source of information used to fill the lexical slot,and the grammatical constraint specifies a type of speech from which aparticular term (e.g., word or phrase) used to fill the lexical slot isto be selected. For example, the grammatical constraint may specify alexical category (e.g., noun, verb, or adjective). The particulargenerative grammar model selected to generate messages may, for example,be specifically designed for the social network platform to which themessage is being shared, a type of content or item associated with themessage (e.g., a product listing), or the user requesting to publish themessage.

FIG. 1 is a network diagram depicting a network system 100, according toone embodiment, having a client-server architecture configured forexchanging data over a network 102. While the network system 100 isdepicted as having a client-server architecture, the present inventivesubject matter is, of course, not limited to such an architecture, andcould equally well find application in an event-driven, distributed, orpeer-to-peer architecture system, for example. Further, to avoidobscuring the inventive subject matter with unnecessary detail, variousfunctional components that are not germane to conveying an understandingof the inventive subject matter have been omitted from FIG. 1. Moreover,it shall be appreciated that although the various functional componentsof the network system 100 are discussed in the singular sense, multipleinstances of any one of the various functional components may beemployed.

The network system 100 may include a network-based content publisher 104in communication with a client device 106 and a third party server 108.In some example embodiments, the network-based content publisher 104 maybe a network-based marketplace (e.g., eBay.com). The network-basedcontent publisher 104 may communicate and exchange data within thenetwork system 100 that may pertain to various functions and aspectsassociated with the network system 100 and its users. The network-basedcontent publisher 104 may provide server-side functionality, via anetwork 102 (e.g., the Internet), to network devices such as the clientdevice 106.

The client device 106 may be operated by users who use the networksystem 100 to exchange data over the network 102. These data exchangesmay include transmitting, receiving (communicating), and processing datato, from, and regarding content and users of the network system 100. Thedata may include, but are not limited to, images; video or audiocontent; user preferences; product and service feedback, advice, andreviews; product, service, manufacturer, and vendor recommendations andidentifiers; product and service listings associated with buyers andsellers; product and service advertisements; auction bids; transactiondata; user profile data; and social data, among other things.

The client device 106 may interface with the network-based contentpublisher 104 via a connection with the network 102. Depending on theform of the client device 106, any of a variety of types of connectionsand networks 102 may be used. For example, the connection may be CodeDivision Multiple Access (CDMA) connection, a Global System for Mobilecommunications (GSM) connection, or another type of cellular connection.Such a connection may implement any of a variety of types of datatransfer technology, such as Single Carrier Radio TransmissionTechnology (1×RTT), Evolution-Data Optimized (EVDO) technology, GeneralPacket Radio Service (GPRS) technology, Enhanced Data rates for GSMEvolution (EDGE) technology, or other data transfer technology (e.g.,fourth generation wireless, 4G networks). When such technology isemployed, the network 102 may include a cellular network that has aplurality of cell sites of overlapping geographic coverage,interconnected by cellular telephone exchanges. These cellular telephoneexchanges may be coupled to a network backbone (e.g., the publicswitched telephone network (PSTN), a packet-switched data network, orother types of networks).

In another example, the connection to the network 102 may be a WirelessFidelity (Wi-Fi, IEEE 802.11x type) connection, a WorldwideInteroperability for Microwave Access (WiMAX) connection, or anothertype of wireless data connection. In such an embodiment, the network 102may include one or more wireless access points coupled to a local areanetwork (LAN), a wide area network (WAN), the Internet, or anotherpacket-switched data network. In yet another example, the connection tothe network 102 may be a wired connection (e.g., an Ethernet link), andthe network 102 may be a LAN, a WAN, the Internet, or anotherpacket-switched data network. Accordingly, a variety of differentconfigurations are expressly contemplated.

In various embodiments, the data exchanged within the network system 100may be dependent upon user-selected functions available through one ormore client or user interfaces (UIs). The UIs may be associated with aclient device, such as the client device 106 executing a web client 110(e.g., an Internet browser), which may be in communication with thenetwork-based content publisher 104. The UIs may also be associated withone or more applications 112 executing on the client device 106, such asa mobile application designed for interacting with the network-basedcontent publisher 104 or with a social network platform hosted by thethird party server 108.

Turning specifically to the network-based content publisher 104, an APIserver 114 and a web server 116 are coupled to, and provide programmaticand web interfaces respectively to, an application server 118. Asillustrated in FIG. 1, the application server 118 may be coupled via theAPI server 114 and the web server 116 to the network 102, for example,via wired or wireless interfaces. The application server 118 is, inturn, shown to be coupled to a database server 120 that facilitatesaccess to a database 122. In some examples, the application server 118can access the database 122 directly without the need for the databaseserver 120. The database 122 may include multiple databases that may beinternal or external to the network-based content publisher 104.

The application server 118 may, for example, host one or moreapplications, which may provide a number of content publishing andviewing functions and services to users who access the network-basedcontent publisher 104. For example, the network-based content publisher104 may host a marketplace application that provides a number ofmarketplace functions and services to users, such as publishing,listing, and price-setting mechanisms whereby a seller may list (orpublish information concerning) goods or services (also collectivelyreferred to as “products”) for sale, a buyer can express interest in orindicate a desire to purchase such goods or services, and a price can beset for a transaction pertaining to the goods or services.

As illustrated in FIG. 1, the application server 118 hosts a generativegrammar application 124 that provides message generation and publishingservices to users of the network-based content publisher 104. Forexample, the generative grammar application 124 may receive requestsfrom a user to share a product listing with one or more other users, andin turn, the generative grammar application 124 may generate andfacilitate the publishing of a message to share the product listing. Thegenerative grammar application 124 may cause the messages to be“published” in the sense that they are communicated, albeit through avariety of means, to other users or entities.

The messages generated and published by the generative grammarapplication 124 may also include a reference to content (e.g., a link).As used herein, the terms “content” or “content item” refer toelectronic data that is consumed by viewers (e.g., users) on displays,client devices, or page/display-based media (e.g., World-Wide Web (WWW)media embodied in browsers and accessible over the Internet). As such,the terms “content” and “content item” may refer to data associated withreadable text, data associated with images, data associate with graphicsor video, programmatic content, scripts, or data corresponding tovarious combinations of these.

Consistent with some embodiments, users may utilize the generativegrammar application 124 to generate messages that are separate from andindependent of any existing content. For example, users may utilize thegenerative grammar application 124 to automatically generate a statusupdate. Further, while the generative grammar application 124 is shownin FIG. 1 to form part of the network-based content publisher 104, itwill be appreciated that, in alternative embodiments, the generativegrammar application 124 may form part of a service that is separate anddistinct from the network-based content publisher 104.

The database 122 may comprise a number of repositories used to storedata pertaining to various functions and aspects associated with thenetwork system 100 and its users. For example, the database 122 mayinclude a repository to store and maintain user profiles for users ofthe network-based content publisher 104. Each user profile may compriseuser profile data that describes aspects of a particular user. The userprofile data may, for example, include demographic data, userpreferences, social data, and financial information. The demographicdata may, for example, include information describing one or morecharacteristics of a user such as gender, age, location information(e.g., hometown or current location), employment history, educationhistory, contact information, familial relations, or user interests. Thefinancial information may, for example, include private financialinformation of the user such as account number, credential, password,device identifier, user name, phone number, credit card information,bank information, transaction history, or other financial informationwhich may be used to facilitate online transactions by the user.

The database 122 may also include a repository to store a record of useractivity data. Accordingly, the network-based content publisher 104 maymonitor, track, and record the activities of users utilizing one or moredevices (e.g., the client device 106) to interact with the variouscomponents of the network system 100. Each user session may bemaintained in a repository stored in the database 122. Accordingly, theuser activity data may include past keyword searches that users haveperformed, web pages viewed by each user, products added to a user wishlist or watch list, products added to an electronic shopping cart, andproducts that the users own. Consistent with some embodiments, therepository used to store records of user activity may be linked to therepository used to store user profile data so as to maintain anassociation of a user profile with the activities that the correspondinguser has performed.

In instances in which the network-based content publisher 104 is anetwork-based marketplace, the database 122 may include a repository tostore product information. Such product information may, for example,include a product identifier (e.g., a title or a model number), a price,a make, a manufacturer, a model, a brand name, a textual description, asize, a style, product dimensions, compatibility information, or anyother information that may be used to describe a product. In theseinstances, the database 122 may also include a repository to store atransaction history of users of the network-based content publisher 104that includes information related to transactions for products that maybe offered for sale by merchants who utilize marketplace servicesprovided by the network-based content publisher 104. The transactionhistory information may, for example, include a description of a productoffered for sale, sold, or purchased by users, an identifier of theproduct, a category to which the product belongs, a purchase price, apurchase date, a purchased quantity, a number of bids for the product,or various combinations thereof.

FIG. 1 also illustrates a third party application 126 executing on thethird party server 108 that may offer information or services to theapplication server 118 or to users of the client device 106. The thirdparty application 126 may have programmatic access to the network-basedcontent publisher 104 via a programmatic interface provided by the APIserver 114. The third party application 126 may be associated with anyorganization that may conduct transactions with or provide services tothe application server 118 or to users of the client device 106. Forexample, the third party application 126 may be associated with anetwork based social network platform (e.g., Facebook®, Twitter®,Google+®, Pinterest®, LinkedIn®, or the like) that may provide aplatform for members to build and maintain social networks and relationsamong members.

FIG. 2 is an interaction diagram depicting example exchanges between aclient device, an application server, and a third party server,consistent with some embodiments. In particular, FIG. 2 depicts exampleexchanges between the client device 106, the application server 118, andthe third party server 108, which, in this example embodiment,corresponds to a social network platform. As shown, at operation 202,the client device 106 (the user of which is referred to as the“requesting user” or “requestor”) transmits a request to generate amessage, which in this example is to be published as an entry (e.g., anactivity feed post, a wall post, a status update, a tweet, or a pin) ona social network platform.

In some embodiments, the submission of the request may be via a sharewidget embedded in a web page (e.g., hosted by the network-based contentpublisher 104) along with existing content. In such instances, therequest may be more specifically to generate a message to share thecontent with members of a social network of the user (e.g., therecipients) maintained by the social network platform executing on thethird party server 108.

It shall be appreciated that the share widget is merely an example of agraphical user interface (GUI) element at which user requests togenerate a message may be received, and in other embodiments, userrequests to generate messages may be received at various other GUIelements, or from various other applications executing within thenetwork system 100 (e.g., applications executing on the applicationserver 118 or the third party server 108) that are independent of anyexisting content. For example, a request to generate a message may bereceived from a social network application executing on the clientdevice 106 and the transmission of the request may be in response to theuser of the client device 106 selecting or otherwise manipulating a GUIelement utilized for publishing content on the social network platform(e.g., a status update button).

In response to receiving the request, the application server 118accesses a generative grammar model (e.g., stored in the database 122)defining a message structure at operation 204. The generative grammarmodel specifies a length of the message (e.g., a number of terms in themessage) and a number of lexical slots. The lexical slots are blanks ina message structure that are to be filled with a term (e.g., a word or aphrase). In some embodiments, the generative grammar model may defineone or more prepopulated or fixed terms to increase the readability andcoherency of an eventual message created using the generative grammarmodel. For each lexical slot, the generative grammar model alsospecifies a corpus of source data and a grammatical constraint. Thesource data is a source of discrete information from which the term usedto fill the lexical slot is to be selected. The grammatical constraintspecifies a type of speech (e.g., call to action, noun, verb, adjective)to which the selected term belongs. The particular generative grammarmodel selected by the application server 118 may, for example, bespecifically designed for use with the social network platform to whichthe message is being shared, a type of content or item associated withthe message (e.g., a product listing), or the user requesting to publishthe message.

At operation 206, the application server 118 accesses and obtains thecorpus of source data specified for each lexical slot in the generativegrammar model. Consistent with some embodiments, each corpus of sourcedata may be stored in a discrete database or other such data repository,while in other embodiments, all corpuses of source data may be storedtogether in a single database or other such data repository with eachcorpus of source data being discretely indexed. The source data mayinclude internal corpuses of user profile data, product information,transaction information, and user activity data maintained in thedatabase 122 as well as other corpuses of data maintained by third partysystems that are external to the network-based content publisher 104.For example, in the embodiment illustrated in FIG. 2, the generativegrammar model specifies social data maintained by the social networkplatform as the source data for one of the lexical slots in thegenerative grammar model. In instances in which a source repository isexternal to the network-based content publisher 104, the applicationserver 118 may transmit a request (e.g., an API call) to the third partysystem to request the source data.

In response to receiving such a request, the third party server 108provides the social data to the application server 118 at operation 208.The term “social data” refers to information maintained by a socialnetwork platform about its members. The social data of each member maycontain information such as demographic information (e.g., gender, age,relationship status, employment status and history, household size),geographic information (e.g., a hometown, a current location, locationsvisited), interests and affinities (e.g., items the member “liked”), alist of social network connections, and a history of social networkactivity of the user. For purposes of the present disclosure, a socialnetwork “connection,” also referred to as being “connected” on a socialnetwork, may include situations in which there is a reciprocal agreementbetween members of the social network to be linked on the socialnetwork, as well as situations in which there is only a singularacknowledgement of the “connection” without further action being takenby the other member. In the reciprocal agreement situation, both membersof the “connection” acknowledge the establishment of the connection(e.g., friends). Similarly, in the singular acknowledgement situation, amember may elect to “follow” or “watch” another member. In contrast tothe reciprocal agreement, the concept of “following” another membertypically is a unilateral operation because it may not call foracknowledgement or approval by the member who is being followed.

For purposes of the present disclosure, “social network activity”collectively refers to user interactions (e.g., creating, sharing,viewing, commenting, providing feedback, or expressing interest) withentries (e.g., text and image posts, links, messages, notes,invitations). Such social network activity may involve entries that areintended for the public at large as well as entries intended for aparticular social network connection or group of social networkconnections. Depending on the social network platform, the socialnetwork activity may be published in an entry and may involve entriessuch as an activity feed post, a wall post, a status update, a tweet, apinup, a like, a content share (e.g., content shared from a source suchas the network-based content publisher 104), or a check-in.

At operation 210, the application server 118 generates the message usingthe various source data and the generative grammar model. The generationof the message may include selecting a term from the source data of eachrespective lexical slot in the generative grammar model and populatingthe respective lexical slot with the corresponding selected term. Eachof the terms is selected from respective corpuses of source data inaccordance with the grammatical constraint specified for each lexicalslot by the generative grammar model.

As an example, FIG. 3 is a data flow diagram depicting source data beingused to populate an example generative grammar model 300, consistentwith some embodiments. The generative grammar model 300 defines amessage structure including a prepopulated term 302 and lexical slots304, 306, 308, and 310. As shown, the lexical slots 304, 306, 308, and310 are each populated with a term from a distinct corpus of sourcedata, which is specified by the generative grammar model 300, to createa message 320. In particular, product data 312 is specified as thesource data for the lexical slot 304, trending data 314 (e.g., toptrending hashtags on Twitter) is specified as the source data for thelexical slot 306, user profile data 316 is specified as the source datafor the lexical slot 308, and social data 318 is specified as the sourcedata for the lexical slot 310. As shown, the message 320 includes theprepopulated term 302, and terms 322, 324, 326, and 328. The terms 322,324, 326, and 328 are selected and extracted, respectively, from theproduct data 312, the trending data 314, the user profile data 316, andthe social data 318 in accordance with a grammatical constraintspecified by the generative grammar model 300 for each of the lexicalslots 304, 306, 308, and 310. For example, the grammatical constraintspecified by the generative grammar model 300 for the lexical slot 306is an adjective, and thus, the selected term 324 is an adjective.

FIG. 3 also illustrates a portion of the terms (e.g., terms 324, 326,and 328) comprising the message 320 as including an appended octothorpe(one of ordinary skill in the art may also refer to this symbol as a“hash” or “pound sign”), which, together with the appended term, forms a“hashtag.” Hashtags may be used by search engines, social networkservices, content providers, online merchants, or other entities toindex, identify, and distribute content. Accordingly, in some instances,the population of lexical slots with terms selected from source data mayinclude appending the octothorpe to the term prior to insertion into thelexical slot. In some instances, extracted terms may, themselves, behashtags. In this manner, the message 320 may include a number ofhashtags that may be used to broadcast the message 320 to a potentiallybroader audience than if the terms were simply plain text (e.g., theterm 322).

Returning to FIG. 2, at operation 212, the application server 118validates the generated message (e.g., the message 320). The validatingof the message may include performing various validation routines toensure that the generated message is understandable, logical, andconsistent. In some embodiments, the validation of the message mayinclude verifying that the generated message adheres to a messagingstandard or constraint (e.g., related to length or content) imposed bythe social network platform to which the message is to be published. Forexample, messages published to Twitter® must be no longer than 140characters, and in instances in which the message is to be published toTwitter®, as specified in the request received at operation 202, theapplication server 118 may verify that the generated message is nolonger than 140 characters.

At operation 214, the application server 118 may prompt the requestorfor approval of the generated message (e.g., by providing instructionsto the client device 106 to present an interface to display the messageand receive input from the requestor). At operation 216, the requestormay provide approval of the message by providing input via a button orother graphical interface element presented on the client device 106,which in turn transmits the approval to the application server 118. Uponreceiving approval from the requestor, the application server 118 maytransmit a request to the social network platform to publish the messageas a social network entry on behalf of the requestor at operation 218.In instances in which the request to generate the message corresponds toa request to share content (e.g., via a share widget) with recipients,the application server 118 may include a link or other reference to thecontent along with the generated message to include in the publishedsocial network entry. At operation 220, the social network platformpublishes the social network entry on behalf of the requestor.

Upon being published by the social network platform, the social networkentry comprising the message, and in some embodiments, a link to contentmay be viewed by the members of the social network of the requestor. Forexample, FIG. 4 is an interface diagram illustrating a published socialnetwork entry 400 appearing on an example social network activity feed402, consistent with some embodiments. The social network activity feed402 illustrated in FIG. 4 corresponds to a user profile 404, which inthis embodiment corresponds to a user that is a social networkconnection of a requesting user 406 or who has otherwise been permittedto view the social network activity of the requesting user 406. Therequesting user 406, on whose behalf the social network entry 400 isbeing published, is identified in the social network entry 400 by name(e.g., “Addy Advertiser”) and by an image. The social network entry 400,as shown, includes the message 320 along with a content reference 408(e.g., a link).

FIG. 5 is a block diagram illustrating various functional modules of agenerative grammar application 124, which is provided as part of thenetwork system 100, consistent with some embodiments. The generativegrammar application 124 is shown as including a model generation module500, a model repository 502, a request module 504, a retrieval module506, a message generation module 508, a validation module 510, and acommunication module 512, all configured to communicate with each other(e.g., via a bus, shared memory, a switch, or application programminginterfaces (APIs)). The various modules of the generative grammarapplication 124 may, furthermore, access the databases 122 via thedatabase servers 120, and each of the various modules of the generativegrammar application 124 may be in communication with one or more of thethird party applications 126 (e.g., a social network platform). Further,while the modules of FIG. 5 are discussed in the singular sense, it willbe appreciated that in other embodiments multiple modules may beemployed.

The model generation module 500 is responsible for generating generativegrammar models to be used in the automated generating of messages.Consistent with some embodiments, the model generation module 500 maydevelop generative grammar models for use in creating messages forpublishing to a particular platform (e.g., a social network platform).To this end, the model generation module 500 may analyze a collection ofsocial network activity obtained from a particular social networkplatform to identify patterns that are indicative of a typical messagingstyle of messages published to that social network platform. In otherwords, the model generation module 500 may analyze historic activityfrom a social network platform to learn a generic average of messagesposted to that platform. The model generation module 500 may then usethis information along with any constraints or limitations imposed bythe social network platform (e.g., Twitter's° 140 character limit) todevelop a generative grammar model operable to create messages in thetypical messaging style of the social network platform. For example,upon analyzing social network activity from Facebook®, the modelgeneration module 500 may determine that users of Facebook® typicallyuse full grammatically correct sentences when posting messages, and inturn, the model generation module 500 may generate a Facebook-specificgenerative grammar model that reflects Facebook® users' typicalmessaging style of full grammatically correct sentences. In anotherexample, upon analyzing social network activity from Twitter®, the modelgeneration module 500 may determine that users of Twitter® typically usefragmented sentences when posting messages, and in turn, the modelgeneration module 500 may generate a Twitter-specific generative grammarmodel that reflects Twitter® users' typical messaging style offragmented sentences.

Consistent with some embodiments, the model generation module 500 maygenerate a generative grammar model that is specific to each user of thenetwork-based content publisher 104. These user-specific generativegrammar models may be based on each user's individual messaging style,which the model generation module 500 may learn through analysis ofrespective users' social network activity. The individual messagingstyle may be related to various elements such as use of full, run-on, orfragmentary sentences, hashtag use, punctuation, a font size, a fontstyle, a diction choice, emoji use, message formality, a salutation, orvarious combinations thereof.

Consistent with some embodiments, the model generation module 500 may beconfigured to generate generative grammar models for creating messagesthat are related to a certain type of content or are for a particularpurpose. As an example, the model generation module 500 may develop agenerative grammar model for generating messages to share productlistings with one or more other users for the purpose of advertising theoffer to sell the product contained therein. In this example, thegenerative grammar model for advertising a product for sale may beginwith a call to action by specifying that a first lexical slot includedin the generative grammar model begin with a verb (e.g., “Buy it now!”or “Check this out!”). In another example, the model generation module500 may develop a generative grammar model for generating messages toshare product listings for the purpose of expressing an interest in theproduct offered for sale. In this example, the generative grammar modelfor generating a message to express interest in the product may specifythat a first lexical slot included in the generative grammar model beconstrained to an adjective so as to provide a more descriptive messageabout the product that would be more likely to be perceived by theviewing audience as an expression of interest.

The model repository 502, which in some embodiments resides on thedatabase 122, stores the generative grammar models generated by themodel generation module 500. As such, the model repository 502 includesa plurality of generative grammar models that are individually developedfor a particular social network platform, a particular user, aparticular content type (e.g., product listings), or a particularproduct (e.g., in instances in which the message is for the purpose ofpromoting or advertising a particular product). In some embodiments, themodel repository 502 may store human-made generative grammar models thatare created based on heuristics.

The request module 504 is configured to receive and process requests togenerate messages for publication. In some embodiments, a receivedrequest to generate a message may be part of a request to share contentwith one or more users (also referred to herein as “recipients” or“recipient users”). Such requests may include an identifier of thecontent, a selected message delivery platform (e.g., email, SMS, orsocial network platform), and an identifier of one or more recipients(e.g., members of a social network of the sender). The identifier of theone or more recipients may include a name, an account number, a phonenumber, an email address, a user name, or any other identifier suitablefor identifying a would-be recipient of a message. Consistent with someembodiments, the user requests may be received at a share widgetembedded in or included with content published by the network-basedcontent publisher 104.

The retrieval module 506 is responsible for accessing and retrievinggenerative grammar models (e.g., from the model repository 502) inresponse to receiving message generation requests. The particulargenerative grammar model accessed by the retrieval module 506 may dependon a particular social network platform to which the message is to bepublished, a user associated with the message generation request (e.g.,the requesting user or one or more message recipients), a type ofcontent which the message is being generated to share, a purpose forpublishing the message (e.g., to advertise a product for sale), or anycombination of these.

The retrieval module 506 may be further configured to access source dataspecified in generative grammar models, and extract terms from such datato be used in populating lexical slots comprising the generative grammarmodels. The retrieval module 506 may extract such terms in accordancewith respective grammatical constraints specified for each lexical slotcomprising a generative grammar model. The message generation module508, which is responsible for generating messages using generativegrammar models, may in turn use the extracted terms to populate thelexical slots to achieve the result of a complete generated message. Ininstances in which a message being generated by the message generationmodule 508 is to be used to share content with recipients, the messagegeneration module 508 may further include a reference to content (e.g.,a link) in the generated message.

The validation module 510 is responsible for validating the messagegenerated by the message generation module 508. To this end, thevalidation module 510 may be configured to perform various validationroutines to ensure that the generated message is understandable,logical, and consistent. In some embodiments, the validation of themessage may include verifying that the generated message adheres to amessaging standard or constraint (e.g., related to length or content)imposed by the social network platform to which the message is to bepublished. In an example, the validation module 510 may verify that themessage does not contain profanity or other words or phrases that mayviolate the terms of use of the social network platform to which themessage is to be published. In some embodiments, the validation of themessage may include requesting approval of the message from therequestor (e.g., by transmitting instructions to the client device 106that cause the device to prompt the user for approval and receive inputindicative of such).

The communication module 512 is responsible for publishing messages tousers. In doing so, the communication module 512 may utilize any one ofa number of message delivery networks and platforms to deliver messagesto users. For example, the communication module 512 may deliverelectronic mail (email), instant message (IM), Short Message Service(SMS), text, facsimile, or voice (e.g., Voice over IP (VoIP)) messagesvia the wired (e.g., the Internet), Plain Old Telephone Service (POTS),or wireless (e.g., mobile, cellular, Wi-Fi, WiMAX) networks.

In some instances, users may request that content be shared using aparticular social network platform. To this end, the communicationmodule 512 is configured to facilitate publishing messages to socialnetwork platforms as social network entries. The communication module512 may utilize a publicly available API provided by the applicablesocial network platform to pass information, including a message, to thesocial network platform, which ultimately publishes the message as asocial network entry on behalf of the requestor.

FIG. 6 is a flowchart illustrating a method 600 for publishing amessage, consistent with some embodiments. The method 600 may beembodied in computer-readable instructions for execution by one or moreprocessors such that the steps of the method 600 may be performed inpart or in whole by the application server 118. In particular, themethod 600 may be carried out by the functional components of thegenerative grammar application 124, and accordingly, the method 600 isdescribed below by way of example with reference thereto. However, itshall be appreciated that the method 600 may be deployed on variousother hardware configurations and is not intended to be limited to thefunctional components of the generative grammar application 124.

At operation 605, the request module 504 receives a request to generatea message (e.g., from the client device 106). The request may specifyone or more message platforms (e.g., email, text messaging, or a socialnetwork) to be utilized to publish the message. The request may be togenerate a message that is to be published on behalf of the requestor,and the request may specify an intended audience (e.g., recipient users)to which the message is to be published. In some instances, the messageto be generated is for the purpose of sharing, advertising, or promotingexisting content such as a product listing offering a product for sale.In these instances, the request may be generated by the web client 110or the application 112 executing on the client device 106 in response touser selection of a share widget included with the existing content.

At operation 610, the retrieval module 506 accesses a generative grammarmodel from the model repository 502 (e.g., maintained in the database122). The generative grammar model accessed by the retrieval module 506defines a message structure. As part of the message structure, thegenerative grammar model defines one or more lexical slots, which areblanks to be filled with a term extracted from respective data sources.The generative grammar model further specifies a corpus of source dataand a grammatical constraint for each lexical slot included in themessage structure. The particular generative grammar model accessed bythe retrieval module 506 may be selected based on a social networkplatform to which the message may be published, the user requesting thegeneration of the message, a user or group of users who will receive orview the message, the type of content which the message is beinggenerated to share, or a particular product for which the message willbe used to share, sell, promote, or advertise. In an example, a user mayuse the client device 106 to request generation of a message to sharecontent on Twitter, and in response, the retrieval module 506 accesses agenerative grammar model developed for Twitter.

At operation 615, the message generation module 508 generates a messageusing the generative grammar model. The generating of the message by themessage generation module 508 may include accessing a corpus of sourcedata (e.g., specified by the generative grammar model) for each lexicalslot, extracting a term from each corpus of source data in accordancewith a corresponding grammatical constraint specified by the generativegrammar model, and using the extracted terms to populate the lexicalslots. In some embodiments, the generating of the message may furtherinclude appending a link or reference to existing content in themessage. Additional details regarding the process of generating themessage are discussed in reference to FIG. 7, consistent with someembodiments.

At operation 620, the validation module 510 validates the messagegenerated by the message generation module 508. The validation module510 may perform various validation routines to ensure that the generatedmessage is understandable, logical, and consistent. In some embodiments,the validation of the message may include verifying that the generatedmessage adheres to a messaging standard or constraint (e.g., related tolength or content) imposed by the social network platform to which themessage is to be published. In an example, the validation module 510 mayverify that the message does not contain profanity or other words orphrases that may violate the terms of use of the social network platformto which the message is to be published. In some embodiments, thevalidation of the message may include requesting approval of the messagefrom a user (e.g., by transmitting instructions to the client device 106that cause the device to prompt the user for approval and receive inputindicative of such) on whose behalf the message will be published ortransmitted.

At operation 625, upon successful validation of the message, thecommunication module 512 may cause the message to be published. In someembodiments, the communication module 512 may cause the message to bepublished by the network-based content publisher 104 such that it may beviewed by other users of the network-based content publisher 104. Insome embodiments, the communication module 512 may cause the message tobe published directly to one or more recipient users (e.g., bytransmitting the message as an SMS message to the devices of the one ormore recipients). In some embodiments, the communication module 512 maycause the message to be published on a third-party platform that allowssubmissions of user generated content, such as, for example, a socialnetwork platform. In these embodiments, the communication module 512 maycause the message to be published by transmitting a request (e.g., anAPI call) to a server hosting the platform (e.g., the third party server108 hosting the third party application 126) to publish the message.

FIG. 7 is a flowchart illustrating a method 700 for generating a messageusing a generative grammar model, consistent with some embodiments. Themethod 700 may be embodied in computer-readable instructions forexecution by one or more processors such that the steps of the method700 may be performed in part or in whole by the application server 118.In particular, the method 700 may be carried out by the retrieval module506 and the message generation module 508 of the generative grammarapplication 124, and accordingly, the method 700 is described below byway of example with reference thereto. However, it shall be appreciatedthat the method 700 may be deployed on various other hardwareconfigurations and is not intended to be limited to the functionalcomponents of the generative grammar application 124.

Consistent with some embodiments, the method 700 may correspond to theoperation 615 discussed in reference to FIG. 6. At operation 705, theretrieval module 506 accesses the corpus of source data specified by thegenerative grammar model for the lexical slot. At operation 710, themessage generation module 508 selects a term (e.g., a word or phrase)from the source data. The term selected by the message generation module508 is in accordance with the grammatical constraint for the lexicalslot specified by the generative grammar model. In some embodiments, thecorpus of source data may be organized in segmented categories that maycorrespond to various grammatical constraints. For example, the corpusof source data may be organized by lexical category such that nouns areaggregated into a first segment, verbs are aggregated into a secondsegment, adjectives into a third segment, and so on. In theseembodiments, the message generation module 508 may select a term fromwithin the category corresponding to the grammatical constraintspecified (e.g., by the generative grammar model) for the lexical slot.In some embodiments, the corpus of source data may be a curated list ofterms that are ranked, for example, according to social relevancy (e.g.,trending terms). In these embodiments, the message generation module 508may select one of the highest-ranked terms. In some embodiments, themessage generation module 508 may analyze the corpus of data to identifyterms that fulfill the grammatical constraint, and select one of theidentified terms.

At operation 715, which is an optional operation performed in someembodiments, the message generation module 508 appends an octothorpe(“#”) to the selected term to create a hashtag. In some embodiments, thecorpus of source data includes hashtag terms, and such terms may beselected at operation 710. At operation 720, the message generationmodule 508 populates the lexical slot with the term (e.g., either theplain term or the hashtag). It shall be appreciated that the operationscomprising the method 700 are performed for each lexical slot specifiedin a generative grammar model. In other words, the method 700 isiteratively performed until each lexical slot in the generative grammarmodel is filled with information to result in the generation of acomplete message (e.g., the message 320).

Modules, Components and Logic

Certain embodiments are described herein as including logic or a numberof components, modules, or mechanisms. Modules may constitute eithersoftware modules (e.g., code embodied on a machine-readable medium or ina transmission signal) or hardware modules. A hardware module is atangible unit capable of performing certain operations and may beconfigured or arranged in a certain manner. In example embodiments, oneor more computer systems (e.g., a standalone, client, or server computersystem) or one or more hardware modules of a computer system (e.g., aprocessor or a group of processors) may be configured by software (e.g.,an application or application portion) as a hardware module thatoperates to perform certain operations as described herein.

In various embodiments, a hardware module may be implementedmechanically or electronically. For example, a hardware module maycomprise dedicated circuitry or logic that is permanently configured(e.g., as a special-purpose processor, such as a field-programmable gatearray (FPGA) or an application-specific integrated circuit (ASIC)) toperform certain operations. A hardware module may also compriseprogrammable logic or circuitry (e.g., as encompassed within ageneral-purpose processor or other programmable processor) that istemporarily configured by software to perform certain operations. Itwill be appreciated that the decision to implement a hardware modulemechanically, in dedicated and permanently configured circuitry, or intemporarily configured circuitry (e.g., configured by software) may bedriven by cost and time considerations.

Accordingly, the term “hardware module” should be understood toencompass a tangible entity, be that an entity that is physicallyconstructed, permanently configured (e.g., hardwired), or temporarilyconfigured (e.g., programmed) to operate in a certain manner and/or toperform certain operations described herein. Considering embodiments inwhich hardware modules are temporarily configured (e.g., programmed),each of the hardware modules need not be configured or instantiated atany one instance in time. For example, where the hardware modulescomprise a general-purpose processor configured using software, thegeneral-purpose processor may be configured as respective differenthardware modules at different times. Software may accordingly configurea processor, for example, to constitute a particular hardware module atone instance of time and to constitute a different hardware module at adifferent instance of time.

Hardware modules can provide information to, and receive informationfrom, other hardware modules. Accordingly, the described hardwaremodules may be regarded as being communicatively coupled. Where multipleof such hardware modules exist contemporaneously, communications may beachieved through signal transmission (e.g., over appropriate circuitsand buses that connect the hardware modules). In embodiments in whichmultiple hardware modules are configured or instantiated at differenttimes, communications between such hardware modules may be achieved, forexample, through the storage and retrieval of information in memorystructures to which the multiple hardware modules have access. Forexample, one hardware module may perform an operation and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware module may then, at a latertime, access the memory device to retrieve and process the storedoutput. Hardware modules may also initiate communications with input oroutput devices, and can operate on a resource (e.g., a collection ofinformation).

The various operations of example methods described herein may beperformed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implemented modulesthat operate to perform one or more operations or functions. The modulesreferred to herein may, in some examples embodiments, compriseprocessor-implemented modules.

Similarly, the methods described herein may be at least partiallyprocessor-implemented. For example, at least some of the operations of amethod may be performed by one or more processors orprocessor-implemented modules. The performance of certain of theoperations may be distributed among the one or more processors, not onlyresiding within a single machine, but deployed across a number ofmachines. In some example embodiments, the processor or processors maybe located in a single location (e.g., within a home environment, anoffice environment, or a server farm), while in other embodiments theprocessors may be distributed across a number of locations.

The one or more processors may also operate to support performance ofthe relevant operations in a “cloud computing” environment or as a“software as a service” (SaaS). For example, at least some of theoperations may be performed by a group of computers (as examples ofmachines including processors), with these operations being accessiblevia a network (e.g., the Internet) and via one or more appropriateinterfaces (e.g., APIs).

Electronic Apparatus and System

Example embodiments may be implemented in digital electronic circuitry,or in computer hardware, firmware, or software, or in combinations ofthem. Example embodiments may be implemented using a computer programproduct, for example, a computer program tangibly embodied in aninformation carrier, for example, in a machine-readable medium forexecution by, or to control the operation of, data processing apparatus,for example, a programmable processor, a computer, or multiplecomputers.

A computer program can be written in any form of programming language,including compiled or interpreted languages, and it can be deployed inany form, including as a standalone program or as a module, subroutine,or other unit suitable for use in a computing environment. A computerprogram can be deployed to be executed on one computer or on multiplecomputers at one site, or distributed across multiple sites andinterconnected by a communication network.

In example embodiments, operations may be performed by one or moreprogrammable processors executing a computer program to performfunctions by operating on input data and generating output. Methodoperations can also be performed by, and apparatus of exampleembodiments may be implemented as, special purpose logic circuitry(e.g., an FPGA or an ASIC).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. Inembodiments deploying a programmable computing system, it will beappreciated that both hardware and software architectures meritconsideration. Specifically, it will be appreciated that the choice ofwhether to implement certain functionality in permanently configuredhardware (e.g., an ASIC), in temporarily configured hardware (e.g., acombination of software and a programmable processor), or in acombination of permanently and temporarily configured hardware may be adesign choice. Below are set out hardware (e.g., machine) and softwarearchitectures that may be deployed, in various example embodiments.

Machine Architecture

FIG. 8 is a diagrammatic representation of a machine in the example formof a computer system 800 within which a set of instructions for causingthe machine to perform any one or more of the methodologies discussedherein may be executed. The computer system 800 may correspond to theclient device 106, the third party server 108, the API server 114, theweb server 116, or the application server 118, consistent with someembodiments. The computer system 800 may include instructions forcausing the machine to perform any one or more of the methodologiesdiscussed herein. In alternative embodiments, the machine operates as astandalone device or may be connected (e.g., networked) to othermachines. In a networked deployment, the machine may operate in thecapacity of a server or a client machine in server-client networkenvironment, or as a peer machine in a peer-to-peer (or distributed)network environment. The machine may be a personal computer (PC), apersonal digital assistant (PDA), a cellular telephone, a smart phone(e.g., iPhone®), a tablet computer, a web appliance, a handheldcomputer, a desktop computer, a laptop or netbook, a set-top box (STB)such as those provided by cable or satellite content providers, awearable computing device such as glasses or a wristwatch, a multimediadevice embedded in an automobile, a Global Positioning System (GPS)device, a data enabled book reader, a video game system console, anetwork router, switch or bridge, or any machine capable of executinginstructions (sequential or otherwise) that specify actions to be takenby that machine. Further, while only a single machine is illustrated,the term “machine” shall also be taken to include any collection ofmachines that individually or jointly execute a set (or multiple sets)of instructions to perform any one or more of the methodologiesdiscussed herein.

The example computer system 800 includes a processor 802 (e.g., acentral processing unit (CPU), a graphics processing unit (GPU), orboth), a main memory 804, and a static memory 806, which communicatewith each other via a bus 808. The computer system 800 may furtherinclude a video display 810 (e.g., a liquid crystal display (LCD) or acathode ray tube (CRT)). The computer system 800 also includes one ormore input/output (I/O) devices 812, a location component 814, a driveunit 816, a signal generation device 818 (e.g., a speaker), and anetwork interface device 820. The I/O devices 812 may, for example,include a keyboard, a mouse, a keypad, a multi-touch surface (e.g., atouchscreen or track pad), a microphone, a camera, and the like.

The location component 814 may be used for determining a location of thecomputer system 800. In some embodiments, the location component 814 maycorrespond to a GPS transceiver that may make use of the networkinterface device 820 to communicate GPS signals with a GPS satellite.The location component 814 may also be configured to determine alocation of the computer system 800 by using an Internet Protocol (IP)address lookup or by triangulating a position based on nearby mobilecommunications towers. The location component 814 may be furtherconfigured to store a user-defined location in the main memory 804 orthe static memory 806. In some embodiments, a mobile location enabledapplication may work in conjunction with the location component 814 andthe network interface device 820 to transmit the location of thecomputer system 800 to an application server or third party server forthe purpose of identifying the location of a user operating the computersystem 800.

In some embodiments, the network interface device 820 may correspond toa transceiver and antenna. The transceiver may be configured to bothtransmit and receive cellular network signals, wireless data signals, orother types of signals via the antenna, depending on the nature of thecomputer system 800.

Machine-Readable Medium

The drive unit 816 includes a machine-readable medium 822 on which isstored one or more sets of data structures and instructions 824 (e.g.,software) embodying or used by any one or more of the methodologies orfunctions described herein. The instructions 824 may also reside,completely or at least partially, within the main memory 804, the staticmemory 806, and/or the processor 802 during execution thereof by thecomputer system 800, with the main memory 804, the static memory 806,and the processor 802 also constituting machine-readable media.

Consistent with some embodiments, the instructions 824 may relate to theoperations of an operating system (OS). Depending on the particular typeof the computer system 800, the OS may, for example, be the iOS®operating system, the Android® operating system, a BlackBerry® operatingsystem, the Microsoft® Windows® Phone operating system, Symbian® OS, orwebOS®. Further, the instructions 824 may relate to operations performedby applications (commonly known as “apps”), consistent with someembodiments. One example of such an application is a mobile browserapplication that displays content, such as a web page or a userinterface using a browser.

While the machine-readable medium 822 is shown in an example embodimentto be a single medium, the term “machine-readable medium” may include asingle medium or multiple media (e.g., a centralized or distributeddatabase, and/or associated caches and servers) that store the one ormore data structures or instructions 824. The term “machine-readablemedium” shall also be taken to include any tangible medium that iscapable of storing, encoding, or carrying instructions (e.g., theinstructions 824) for execution by the machine and that cause themachine to perform any one or more of the methodologies of the presentdisclosure, or that is capable of storing, encoding, or carrying datastructures used by or associated with such instructions. The term“machine-readable medium” shall accordingly be taken to include, but notbe limited to, solid-state memories, and optical and magnetic media.Specific examples of machine-readable media include non-volatile memory,including by way of example semiconductor memory devices (e.g., erasableprogrammable read-only memory (EPROM), electrically erasableprogrammable read-only memory (EEPROM)) and flash memory devices;magnetic disks such as internal hard disks and removable disks;magneto-optical disks; and CD-ROM and DVD-ROM disks.

Furthermore, the tangible machine-readable medium is non-transitory inthat it does not embody a propagating signal. However, labeling thetangible machine-readable medium “non-transitory” should not beconstrued to mean that the medium is incapable of movement—the mediumshould be considered as being transportable from one real-world locationto another. Additionally, since the machine-readable medium is tangible,the medium may be considered to be a machine-readable device.

Transmission Medium

The instructions 824 may further be transmitted or received over anetwork 826 using a transmission medium. The instructions 824 may betransmitted using the network interface device 820 and any one of anumber of well-known transfer protocols (e.g., HTTP). Examples ofcommunication networks include a LAN, a WAN, the Internet, mobiletelephone networks, POTS networks, and wireless data networks (e.g.,Wi-Fi and WiMax networks). The term “transmission medium” shall be takento include any intangible medium that is capable of storing, encoding,or carrying the instructions 824 for execution by the machine, andincludes digital or analog communications signals or other intangiblemedia to facilitate communication of such software.

Although the embodiments of the present inventive subject matter havebeen described with reference to specific example embodiments, it willbe evident that various modifications and changes may be made to theseembodiments without departing from the broader scope of the inventivesubject matter. Accordingly, the specification and drawings are to beregarded in an illustrative rather than a restrictive sense. Theaccompanying drawings that form a part hereof show by way ofillustration, and not of limitation, specific embodiments in which thesubject matter may be practiced. The embodiments illustrated aredescribed in sufficient detail to enable those skilled in the art topractice the teachings disclosed herein. Other embodiments may be usedand derived therefrom, such that structural and logical substitutionsand changes may be made without departing from the scope of thisdisclosure. This Detailed Description, therefore, is not to be taken ina limiting sense, and the scope of various embodiments is defined onlyby the appended claims, along with the full range of equivalents towhich such claims are entitled.

Such embodiments of the inventive subject matter may be referred toherein, individually and/or collectively, by the term “invention” merelyfor convenience and without intending to voluntarily limit the scope ofthis application to any single invention or inventive concept if morethan one is in fact disclosed. Thus, although specific embodiments havebeen illustrated and described herein, it should be appreciated that anyarrangement calculated to achieve the same purpose may be substitutedfor the specific embodiments shown. This disclosure is intended to coverany and all adaptations or variations of various embodiments.Combinations of the above embodiments, and other embodiments notspecifically described herein, will be apparent to those of skill in theart upon reviewing the above description.

All publications, patents, and patent documents referred to in thisdocument are incorporated by reference herein in their entirety, asthough individually incorporated by reference. In the event ofinconsistent usages between this document and those documents soincorporated by reference, the usage in the incorporated referencesshould be considered supplementary to that of this document; forirreconcilable inconsistencies, the usage in this document controls.

In this document, the terms “a” or “an” are used, as is common in patentdocuments, to include one or more than one, independent of any otherinstances or usages of “at least one” or “one or more.” In thisdocument, the term “or” is used to refer to a nonexclusive or, such that“A or B” includes “A but not B,” “B but not A,” and “A and B,” unlessotherwise indicated. In the appended claims, the terms “including” and“in which” are used as the plain-English equivalents of the respectiveterms “comprising” and “wherein.” Also, in the following claims, theterms “including” and “comprising” are open-ended; that is, a system,device, article, or process that includes elements in addition to thoselisted after such a term in a claim are still deemed to fall within thescope of that claim. Moreover, in the following claims, the terms“first,” “second,” “third,” and so forth are used merely as labels, andare not intended to impose numerical requirements on their objects.

What is claimed is:
 1. A computer-implemented method comprising:receiving, from a first client device, a request to generate anadvertisement message for a product listing in an online marketplace;populating, by at least one processor, each lexical slot of a pluralityof lexical slots of a message structure to generate the advertisementmessage for the product listing based at least in part on applying agenerative grammar model to a corpus of source data; and transmitting,to a second client device, the advertisement message for the productlisting.
 2. The computer-implemented method of claim 1, whereintransmitting the advertisement message comprises: transmitting theadvertisement message that indicates a link for the product listing onthe online marketplace.
 3. The computer-implemented method of claim 2,further comprising: receiving, from the second client device, aretrieval request corresponding to the link; and transmitting theproduct listing to the second client device based at least in part onthe retrieval request.
 4. The computer-implemented method of claim 3,further comprising: receiving, from the second client device, at leastone of a bid or offer associated with the product listing, wherein theat least one of the bid or the offer is received based at least part ontransmitting the product listing to the second client device.
 5. Thecomputer-implemented method of claim 1, further comprising: receiving,from the first client device, an approval of the advertisement message,wherein transmitting the advertisement message is based at least in parton the approval.
 6. The computer-implemented method of claim 1, whereinpopulating each lexical slot of the plurality of lexical slots of themessage structure to generate the advertisement message for the productlisting comprises: populating each lexical slot of the plurality oflexical slots of the message structure in conformance with one or morestandards of a content publishing platform to which the advertisementmessage is to be published.
 7. The computer-implemented method of claim1, wherein populating each lexical slot of the plurality of lexicalslots of the message structure to generate the advertisement message forthe product listing comprises: populating each lexical slot of theplurality of lexical slots of the message structure to generate theadvertisement message for the product listing based at least in part onone or more messaging characteristics associated with a user whorequested generation of the advertisement message.
 8. Thecomputer-implemented method of claim 1, wherein populating each lexicalslot of the plurality of lexical slots of the message structure togenerate the advertisement message for the product listing comprises:populating each lexical slot of the plurality of lexical slots of themessage structure to generate the advertisement message for the productlisting based at least in part on social network trend data.
 9. A systemcomprising: one or more processors; and a non-transitorymachine-readable storage medium coupled to the one or more processors,the non-transitory machine-readable storage medium includinginstructions that, when executed by the one or more processors, causethe system to perform operations comprising: receiving, from a firstclient device, a request to generate an advertisement message for aproduct listing in an online marketplace; populating, by at least oneprocessor, each lexical slot of a plurality of lexical slots of amessage structure to generate the advertisement message for the productlisting based at least in part on applying a generative grammar model toa corpus of source data; and transmitting, to a second client device,the advertisement message for the product listing.
 10. The system ofclaim 9, wherein the instructions to transmit the advertisement message,when executed by the one or more processors, cause the system to performoperations comprising: transmitting the advertisement message thatindicates a link for the product listing on the online marketplace. 11.The system of claim 10, wherein the instructions, when executed by theone or more processors, cause the system to perform operationscomprising: receiving, from the second client device, a retrievalrequest corresponding to the link; and transmitting the product listingto the second client device based at least in part on the retrievalrequest.
 12. The system of claim 11, wherein the instructions, whenexecuted by the one or more processors, cause the system to performoperations comprising: receiving, from the second client device, atleast one of a bid or offer associated with the product listing, whereinthe at least one of the bid or the offer is received based at least inpart on transmitting the product listing to the second client device.13. The system of claim 9, wherein the instructions, when executed bythe one or more processors, cause the system to perform operationscomprising: receiving, from the first client device, an approval of theadvertisement message, wherein transmitting the advertisement message isbased at least in part on the approval.
 14. The system of claim 9,wherein the instructions to populate each lexical slot of the pluralityof lexical slots of the message structure to generate the advertisementmessage for the product listing, when executed by the one or moreprocessors, cause the system to perform operations comprising:populating each lexical slot of the plurality of lexical slots of themessage structure in conformance with one or more standards of a contentpublishing platform to which the advertisement message is to bepublished.
 15. The system of claim 9, wherein the instructions topopulate each lexical slot of the plurality of lexical slots of themessage structure to generate the advertisement message for the productlisting, when executed by the one or more processors, cause the systemto perform operations comprising: populating each lexical slot of theplurality of lexical slots of the message structure to generate theadvertisement message for the product listing based at least in part onone or more messaging characteristics associated with a user whorequested generation of the advertisement message.
 16. The system ofclaim 9, wherein the instructions to populate each lexical slot of theplurality of lexical slots of the message structure to generate theadvertisement message for the product listing, when executed by the oneor more processors, cause the system to perform operations comprising:populating each lexical slot of the plurality of lexical slots of themessage structure to generate the advertisement message for the productlisting based at least in part on social network trend data.
 17. Anon-transitory machine-readable storage medium comprising processorexecutable instructions that, when executed by a processor of a machine,cause the machine to perform operations comprising: receiving, from afirst client device, a request to generate an advertisement message fora product listing in an online marketplace; populating, by at least oneprocessor, each lexical slot of a plurality of lexical slots of amessage structure to generate the advertisement message for the productlisting based at least in part on applying a generative grammar model toa corpus of source data; and transmitting, to a second client device,the advertisement message for the product listing.
 18. Thenon-transitory machine-readable storage medium of claim 17, wherein theinstructions to transmit the advertisement message, when executed, causethe machine to perform operations comprising: transmitting theadvertisement message that indicates a link for the product listing onthe online marketplace.
 19. The non-transitory machine-readable storagemedium of claim 18, wherein the instructions, when executed, cause themachine to perform operations comprising: receiving, from the secondclient device, a retrieval request corresponding to the link; andtransmitting the product listing to the second client device based atleast in part on the retrieval request.
 20. The non-transitorymachine-readable storage medium of claim 17, wherein the instructions topopulate each lexical slot of the plurality of lexical slots of themessage structure to generate the advertisement message for the productlisting, when executed, cause the machine to perform operationscomprising: populating each lexical slot of the plurality of lexicalslots of the message structure to generate the advertisement message forthe product listing based at least in part on social network trend data.